Marketing Pilgrim's "Video" Channel

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Viral Video: Is It Worth It?

Marketing Sherpa and the Online Publishers Association took a look at viral video. Video is a popular marketing tactic, with 29% of MarketingSherpa’s responding viral marketers experiencing “great results.” Only “cool” microsites (37% great results) and online games/quizzes/polls (33% great results) were better received.

The OPA, though, held more dismal news for viral video. Less than 10% of online video viewers (US only) said that they frequently recommend videos to their friends. 29% did so occasionally and an impressive 62% rarely or never recommended videos.

As eMarketer senior analyst David Hallerman points out, that 9% who frequently recommends videos may be the very influencers viral marketing hopes to reach.

Sony Becomes YouTube’s Latest Rival

It seems like everyone wants to own their own video sharing site – even Marketing Pilgrim has one! Now we learn that Sony is the latest company to lay down the gauntlet at the feet of Google’s YouTube video site.

Sony’s new offering, called eyeVio, will initially launch in Japan and users will be able to select who can view the videos and for how long.

Sony hopes that, if successful, it will be able to generate revenue from advertising and may consider expanding the service to other countries.

Joost Explores Video Advertising Alternatives

We learning details of the advertisers who have already signed on with new online video platform Joost.

31 big brand advertiser have given Joost 3-month commitments and include the likes of Proctor & Gamble, Coca-Cola, Nike, GM and Visa.

Joost plans to offer a mixture of ads, as it experiments with what works best for an online audience. While others are focusing on pre- or post-roll ads, Joost’s main ad spot will actually be one 30 second mid-roll ad per show, supplemented by various other ad types.

Ad units include still images, video spots, overlays and widgets, in addition to branded entertainment and channel sponsorships. Joost has also created an ad unit called Ad Bug, consisting of an advertiser’s animated logo in a corner of the screen, similar to station ID components in cable and broadcast TV. Ad bugs will appear at various times during a given show and disappear again after a matter of seconds.

Autonomy Takes Over Blinkx, Plans London IPO

What do you know about Blinkx? It’s a video search engine with some cool algorithms, right?

Yep, that’s about all I knew of the company too.

Well, today it transpires that there was a mystery relationship between Blinkx and a company called Autonomy, and now Autonomy has exercised an option to buy the company and will take it public in the UK.

The UK-based Autonomy has exercised an option to take over the consumer site Blinkx (Blinkx founder and CEO Suranga Chandratillake—a former U.S. CTO of Autonomy—told Search Engine Watch in 2005 that Autonomy didn’t have any equity in the search site, but was only providing the search technology behind the service)….the site had about $10-12 million invested in it since it founded in 2003. With the takeover, Autonomy is spinning off its consumer division (the technology), merging it with Blinkx Inc (the video search site), renaming the two together as Blinkx, plc, and then will float them through an IPO on London’s AIM market in May. Autonomy plans to hold 10 percent of the demerged unit after the listing.

YouTube to Use Pre-Roll Ads?

vnunet.com reports that Google is planning on using 30 second pre-roll ads on YouTube beginning next year according to Patrick Walker, European head of video partnerships at Google. YouTube and “the broadcaster” will share revenue from the ads.

vnunet.com also stated:

Walker told delegates at the MipTV conference in Cannes that broadcasters have been enthusiastic about creating the ads, and predicted that 2008 will see “real money coming in” from video advertising.

Google “youtube preroll” and you’ll see what we all already know—YouTube users don’t want pre-roll ads. ClickZ reported almost six months ago that most marketers say pre-roll isn’t the best way to monetize online video. At the time, Google was only in the process of buying YouTube and according to Daniel Blackman, strategic partner for development at Google Video, they were shying away from pre-roll ads.

Video Podcasting Finally Getting Closer to TV Production Quality

R/WW reveals how a new video podcast network called ON Networks is bringing better production quality to the humble online show. While there are a few well produced video podcasts circulating the web, most resemble a video plucked from the rejected pile of AFV.

ON Networks hopes to bring a little TV magic to your computer screen with 8 well produced shows each with great content and entertaining hosts.

ONN boast a lineup of 8 shows ranging from “Zen Living,” in which an attractive host guides viewers toward a healthier life, to “Raw Golf,” which takes an indy band and films them at a golf lesson, to “Budget Health Nut,” a cooking show that would feel at home on the Food Network.

Local TV Affiliates Threatened by the Internet

Greg Sandoval looks at the growing fear among local TV stations that their livelihood is at risk in part due to the rise of the Internet.

With the national networks pushing more of their content online, and some, such as NBC, Fox and CBS, involved in building their own online video channels.

“Plenty of people are worried,” said Richard Jones, general manager of Bay City Television in San Diego, which oversees the Fox affiliate in San Diego. “It’s still so new nobody knows for sure what’s going to happen. But there is some real concern about shows that have been seen a lot of times on the Web and whether it will affect ratings.”